Jeffree Star has a soft spot for the Chinese market, but the “cold start” does not seem to be able to continue the brilliance of her own brand overseas in the highly competitive Chinese beauty market.
Jeffree Star Cometics, the personal makeup brand of Jeffree Star, one of the most influential beauty bloggers in the world, announced that it will enter the JD.com platform. On China’s social media platform, the brand’s official Weibo account wrote , “Be yourself, beauty makes sense, find your own color.” Previously, the brand has entered Tmall through overseas channels.
Jeffree Star, who has a large number of fans on global social platforms, but it is also the most challenging time.
01 “Super Internet Celebrity” with a distinct personality
Not long ago, Money.co.uk, an online platform for financial products in the United Kingdom, ranked among the “Top 10 Most Popular Celebrity Brands in 2021″ based on Google trend data, INS followers and other data. American singer, makeup artist, social celebrity, and beauty blogger Jeffree Star is on the list, along with Rihanna, founder of Fenty beauty , Huda Kattan , founder of Huda Beauty , and Kylie Cosmetics. Founder Kylie Jenner and American rapper and costume designer Ye.
In Cosmetify’s “2020 Richest Beauty Bloggers List”, Jeffree Star has made a profit of 40,566 pounds from a single tweet, ranking eighth in the world (comprehensive Instagram and Youtube ). In this year’s “richest beauty bloggers list”, Star’s single video income of 11,400 pounds ranked fifth (in terms of Youtube ). Jeffree Star has more than 14 million followers on Instagram and is also well-known in China. His internet fans call him “Sister J”.
In 2011, J sister founded Jeffree Star Cometics , a makeup brand of the same name, whose product line covers lipstick, lip glaze, concealer, etc. Just like J’s own exaggerated style, Jeffree Star Cometics’makeup is as wild, seductive and high-profile as ever. At the same time, because she has her own R&D team and production factory, from R&D to distribution, J sister has personally checked.
Over the years, the Jeffree Star Cometics brand has created a series of star products including ANDROGYNY eyeshadow palette, BLOOD SUGAR eyeshadow palette, VELOURLIQUID LIPSTICK (velvet liquid lip gloss) and other series, which have occupied the popular products on the major makeup lists all the year round.
In the beauty industry, Jeffree Star, as the enlightenment of most Chinese beauty bloggers, is well versed in the operation of Internet traffic. In addition to his superb makeup skills, he has “scolded” with the Kardashian family and major beauty bloggers. It also keeps him in the center of traffic and often makes headlines. In April 2020, Jeffree Star’s video was cut off for a long time due to a serious car accident , and the number of fans decreased slightly. The channel partner brand Morphe also announced the termination of cooperation, but “Forbes” estimated that he still made 15 million through YouTube videos in 2020. Dollar.
At present, the brand valuation of Jeffree Star Cometics is still more than 1 billion US dollars, and there are often news in the industry that giants such as L’Oreal and Estee Lauder want to acquire it.
02 JEFFREE STAR’s “Chinese Heart”
The reporter of “Cosmetics Finance Online” found that since this year, Jeffree Star has been quietly changing the style of the past, and opened personal and brand official accounts on social media such as Weibo and Xiaohongshu in China. As of the press release, his personal Xiaohongshu account has 16,000 followers, and the brand’s official Weibo followers are less than 10,000.
In termsof brand performance, for a global super -influencer, the Chinese market has not shown enough welcome to its beauty brand. Taking the Tmall channel as an example, the brand’s overseas flagship store has listed 4 products with a unit price of 170-450 yuan, and none of them have sold more than 100 products.
It is worth mentioning that on the JD.com platform, there are slightly more single products on the shelves. In order to welcome the opening of JD.com, the price of the products is also discounted by 30%.
With the rapid growth of China’s beauty market, especially the further improvement of e-commerce operations and logistics services, China’s cosmetics industry is entering a new period of rapid and stable growth in the process of standardization. At the same time, makeup skills, celebrity IP and vertical content marketing are still the most important marketing skills for makeup brands in the Chinese market. Obviously, Jeffree Star, who already has absolute personal IP influence in the world and is well versed in the secrets of Internet marketing, is not too late to choose to enter the Chinese market, but the challenges he faces are fierce enough.
Post time: 10-29-2022
